Email Marketing

Email Marketing Statistics Overview

3 minutes

Email Marketing Statistics Overview

We’ve gathered relevant email marketing stats for you to keep updated on trends and hit on new ideas, and divided them into ten categories:

  1. General statistics;
  2. ROI;
  3. Automation;
  4. Personalization;
  5. Design;
  6. Content;
  7. Testing;
  8. Metrics;
  9. Artificial Intelligence;
  10. GDPR Regulation.

Scroll down to the category you are interested in to find the summarized statistics and enjoy full reports by clicking on the links.

General statistics

In 2018, the number of email users worldwide reached the benchmark of 3.8 billion. — Statista

By 2021, the number of email users worldwide is expected to have grown up to 4.1 billion. — Radicati Group

In 2019, email marketing budgets in the US alone are expected to grow to $3.07 billion. Statista

The biggest challenge for 39% of email marketers is limited internal resources followed by tight budget, inefficient internal processes, scarcity of data, and lack of strategy. — DMA

Email marketing challenges


In 2017, email revenue totaled $23.8 billion, and it is expected to have grown to over $46.8 billion by the end of 2021. — Radicati Group

ROI for every dollar spent on email marketing amounts to around $40. — DMA

50% of marketers claim that they are certainly able to count email marketing ROI. — DMA

77% of ROI comes from segmented and targeted email campaigns. — DMA

59% of marketers in the USA consider email marketing the most effective channel for ROI growth. — eMarketer

Email marketing has a median ROI of 122% which is 4X higher than any other marketing channels including social media and paid search. — DMA


52% of companies use email marketing automation. — Higher Logic

80% of marketers noticed the increased number of new leads while 77% improved their conversion rates as a result of email marketing automation. — Emailmonday

46% of email find it extremely complicated to implement automation. — Adestra

Automated emails stats

Automated emails deliver 2X higher open rate and 4X higher click-through rate (CTR) compared to business as usual emails. — Yes Lifecycle Marketing


50% of marketers use personalization. — Ascend2

52% of consumers are likely to choose another brand if a company doesn’t personalize its content. — Salesforce

78% of marketers personalize emails by name. — One Spot

26% of marketers don’t consider personalization to be their first goal in email marketing. — One Spot

Segmented emails bring 58% of all email marketing revenue. — DMA


Kinetic emails raise click rates by 18%, and CTO rates by more than 10%. — Cheetah Digital

66% of marketers create responsive email templates. — eMarketer

Email design trends for 2018

80.3% of users delete emails which are not optimized for mobile, and 30% of them decide to unsubscribe. — BlueHornet

 Open rate statistics


46% of marketers spend from 2 to 8 hours on creating design and content for emails.  — eMarketer

42% of B2C marketers find discounts to be the most helpful type of content in achieving their campaign objectives, followed by videos, articles and magazines produced by the brand (34%), and new products updates (27%). — DMA

51% of marketers send identical content through all their channels. — Salesforce


38% of companies never test their emails. — DMA

Only 3% of email marketers use machine learning for testing. — Smart Insights

Email testing and optimization chart


Click-throughs (55%), opens (48%), and conversions (44%) are the most tracked metrics. — DMA

28% of marketers don’t focus on any specific metrics. — Smart Insights

Wrong email frequency causes 67% of unsubscribes, followed by wrong content and absence of mobile optimization — 65% and 51% respectively. — Litmus

Artificial Intelligence

51% of marketers use artificial intelligence (AI) across all marketing channels, and 27% are going to implement it in 2018. — Salesforce

This year, 64% of marketers who use AI have noticed an increase in their overall marketing efficiency. — Salesforce

GDPR Regulation

The GDPR Regulation of the EU parliament 2016/679 was enacted almost two months ago.

As of March 2018, 6% of companies claimed to be ready for the new regulation, 49.2% were aware but hadn’t started preparation, 16% had never heard about it, and the rest 18% could be divided into two groups: those who were almost ready, and those who thought they would be able to prepare within the following few months. — Smart Insights

Marketers feel ambivalent about GDPR: 43% claim its effect to be “negative” or “very negative,” while 36% feel positive about the regulation. The rest responders do not see any impact on their marketing programmes. — DMA

Follow our blog to always be up-to-date with email marketing trends and use them effectively in your campaigns!

Date of publication:

20 Jul. 2018

Daria Stratovich

Being always on the road, I consider myself a thrill-seeking traveler. I draw inspiration from fresh experiences and meeting new...

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